86% or more of the Japanese were found to “need a hero”.

On March 18th, “Fields Research Institute” which is the research division of Fields Corporation, held “Fields Research Institute Forum” as its first official research workshop for parties outside the company. At the event, the institute announced the preliminary report of the “Fields Yoka Survey”, which is the survey on leisure (or yoka in Japanese) conducted to 10,000 Japanese people. The report revealed the behavior and reality of the Japanese regarding entertainment and the heroes looked for by the Japanese.

“Fields Yoka Survey” is the survey on leisure conducted by Fields Research Institute to examine the real leisure behavior of the Japanese and their sense of values underlying the behavior. In the questionnaire survey through the Internet, the institute asked 400 questions of 10,000 Japanese, received their answers, and analyzed the results.

First, regarding “Relationship between happiness and leisure of the Japanese”, 59.6% of the entire respondents feel “happy”. This means that about 60% of the Japanese feel “happy”. Comparing men and women, the ratio of the men feeling happy is 52%, and that of the women is 67.3%, at least 15 points higher. As for the survey results by sex and age, the people 55 to 64 years old have the highest level of happiness among both men and women while those 40 to 54 years old have the lowest level of happiness among both men and women.

Regarding the matters emphasized in the judgment of whether they are happy or not, “family relation” ranks first at 55%, followed by “health condition” in second at 47%, and “family budget situation” in third at 42%. Among the choices, the answer “fulfilling leisure and hobbies” comes in sixth at 42%. How to spend leisure time is also an important factor in the judgment of the level of happiness.

For the question asking about the most impressive experience during the year, 49 choices were set up. Among them “domestic trip” ranks first at 20 points way ahead of the others, followed by “overseas trip” in second at 7 points, “live music and concert” in third at 7 points, and “theme and amusement parks” in fourth at 6 points. As the trend shows, outdoor leisure exhibits higher points.

In addition, the research institute analyzed “heroes looked for by the Japanese”. This survey is intended for the development of various contents and the business expansion of Fields.

As for the questions asking to what extent Japan needs a hero, the institute classified heroes into two types, an “actual hero” and an “imaginary hero”, and set up the same questions for the respective types. As a result of the questionnaire, the total percentage of the people who chose “absolutely necessary”, “necessary”, and “somewhat necessary” are 86.0% for a “real hero” and “86.6%” for an “imaginary hero”. 86% or more of the Japanese were found to “need a hero”.

The same questions were asked before the occurrence of the Great East Japan Earthquake in 2011. In those days, the percentage was 82.8% for a “real hero” and 80.3% for an “imaginary hero”. This means that the Japanese need a hero more now than five years ago.

Though the survey on leisure covered only Japan, Fields Research Institute intends to look at the relationship between recreational contents and feelings of happiness abroad in the future. In addition, the institute also plans to further examine the trends and characteristics of the recreational activities of the Japanese to present the results.

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